Why Your Old Thinking About New Media Will Fail

Are you “on the take” or committed to providing real value to your clients?

Obviously everyone gets involved in direct selling to make money.  And we all understand that everyone needs to make a living.  But sometimes being on social networks day in and day out makes me feel like everyone is “on the take.”  So many people are trying so hard to get you to spend your dollars with them, that it becomes rather tiring.

Want to rise above all that?

It starts by meeting your prospects at their point of need.  Rather that trying to get me to pay attention to your product or service, think about what I need.  And that’s NOT your product.  I need a solution.  For example, if my problem is a concern about what harsh chemicals in my cleaning products are doing to the health of my children, the solution is information about the alternatives.  What types of ingredients should I be looking for?  What are the dangers of the harsh chemicals?  What are other people doing about it?  What do I need to know so I can make informed decisions when it comes time to shop?  People who give me that type of information are the ones that I become loyal to.  Not the ones who are trying to make a buck without understanding me and my concerns first.

At the end of the day, you are not just selling products.  You are providing solutions to problems.  And if you do it well, you’re crafting those solutions uniquely to my needs, because you’ve taken the time to understand me.

By taking this approach, you rise head and shoulders over everyone trying so hard to get attention, simply so they can hurl marketing messages.  This isn’t the old means of advertising anymore, and anyone who tries to use new media with old thinking will fail.  It’s about being as valuable as possible to your target market.  I’m living proof that that is what brings success at the end of the day.

Your thoughts?

3 Responses to Why Your Old Thinking About New Media Will Fail
  1. Barb Orozco
    April 14, 2010 | 1:36 pm

    Aim, shoot… SCORE!! Once again, Jennifer, you’ve hit it out of the park! It’s about finding our client’s need, their pain and providing solutions… not about what I need or want to sell. It’s about listening and really connecting, not just making contact. You’ve given us some valuable insight into what our focus/approach needs to be… Bob Burg & John David Mann in “Go-Givers” and “Go Givers Sell More” gives us the why and how of it. Our old thinking about past accepted business practices, like the 3 foot rule and 30 second commercials, simply won’t work in today’s world. Thanks so much for continuing to provide great value and service to us, Jennifer!

    • Jennifer Fong
      April 14, 2010 | 1:50 pm

      Thanks so much for commenting Barb! You’re right…the old thinking is changing. We need to keep up with the times.


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